THE VIDEODATA INTEGRATION MODEL: DESCRIPTION OF THE RATINGS FACTORY, THE DIFFERENT ELEMENTS AND RELATIONS

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1 SKO-VIM PRACTICAL DISCUSSION THE VIDEODATA INTEGRATION MODEL: DESCRIPTION OF THE RATINGS FACTORY, THE DIFFERENT ELEMENTS AND RELATIONS In 2013, SKO revealed its new strategy for This new strategy was the result of changes in viewing behaviour, caused by the increasing penetration of online devices. These developments prompted SKO to expand its measuring efforts to all kinds of video content on all kinds of devices. Measuring viewing behavior with regards to online video content and online commercials should enable SKO to expand the current ratings and draw conclusions about all viewing behaviour, both online and offline. This is called the VideoTotal. In order to measure all kinds of video content, the SKO Board in October 2012 requested the Technical Committee to draw up a plan for the reliable measurement and reporting of (online) video use. In 2013, this led to the development of a platformindependent measuring scheme. This should allow for video content measuring on every possible device, including TV screens, lap tops, PC s, tablets, smart phones, game consoles and Connected TV s, and taking into account both live tv, delayed viewing and other video content. In other words: ideally, every kind of video content should be measurable. SKO aims to measure both programme content and video advertising. Thus, VideoTotal data should be relevant for the whole chain of TV and online video: producers of programmes and video content, operators, media agencies and advertisers. participate in the project. Furthermore, SKO is in talks with several parties and is actively looking for online parties that are willing to collaborate in online video projects. Discussions are also underway about the building of a more expansive online project that goes beyond the boundaries of video. BROCHURE This brochure describes how SKO is planning to organise this total measurement. It includes the research strategy, the concept and the relations between the different elements. Bas de Vos Director Stichting KijkOnderzoek ONLINE VIDEO MEASURING FOR ALL ONLINE SUPPLIERS At SKO, we strongly believe in a reliable, independent market standard that offers an objective, representative overview of the online video market. This goal can only be achieved through close collaboration with other, non-sko affiliated, online video parties. Companies such as Sanoma, TMG and Videostrip have already indicated that they are eager to

2 PAGINA 2 VAN 5 SKO VIDEODATA INTEGRATION MODEL (SKO-VIM) It may be clear that there is no simple solution that leads to a VideoTotal; viewing behaviour across the different forms video and platforms is simply too diverse. We will have to link different data sources that contain the results of different elements of video viewing behaviour. To reach this goal, SKO has developed the Videodata Integration Model. The SKO Videodata Integration Model (SKO-VIM) in Figure 1 offers a schematic representation of SKO s total video behaviour measurement and reporting scheme. The model consists of a number of core elements that we will describe in the following. components: linear streaming, online TV&Video and online commercials. Television Audience Measurement (TAM) This is the existing audience measurement. Of course, TAM will retain a central role in our model. The end goal is to integrate the online data with the TAM TV data. Modelling The main body of SKO-VIM is made up out of modelling, which consists of two data integration processes between different data sources. Figure 1 SKO Videodata Integratio Model (SKO-VIM) Data integration - 1: In order to create a reliable online video currency, we have to combine the online panel data and census data. This is the first step of data integration. Data integratie - 2: Next, the offline data (TAM) and online data from data integration 1 need to be integrated. The result is a platform independent video currency (VideoTotal). This is the second step in data integration. Output: The output will be twofold: a VideoTotal and a TVTotal. Census data: As a precondition for the measurement of on demand video usage, the amount of video starts and the total viewing time need to be measured at the level of the video player; in other words, as close to the audience as possible. SKO distinguishes between three video cencus projects: 1. linear streaming (live streams of UPC, ZIGGO, KPN, et cetera) 2. online TV&Video project (the starts and running time of, for instance, NLziet, Telegraafjournaal, Youtube) 3. online commercials (pre-, mid- & postrolls). In each of these projects, SKO aims to document viewing behaviour as close to the end user as possible. SKO s goals are ambitious and challenging, but necessary in a television and media landscape where change is the only constant factor. In order to offer an overview of this landscape, SKO-VIM has been re-shaped into a ratings factory that offers a new perspective on the different projects and their interaction. SKO RATINGS FACTORY Figure 2 offers a flowchart of the plan and its elements the ratings factory. It is a schematic representation of the various projects that, together, will produce the new ratings. Each of the independent projects has to be set in motion; some are already up and running as we speak. On top of that, the projects will have to be integrated in order to produce a unified end product. Online panel and measuring in online panel: Census data does not contain information about user profiles and unique reach. Because of this, research in a panel of real persons is necessary. This requires measuring of video behaviour in a high quality online panel. Measuring should include each of the three video

3 PAGINA 3 VAN 5 Figure 2: SKO-VIM Flowchart (ratings factory) Figure 4 : census data, unique identifiers and panel In the following, we will describe each element of the In the online panel, every available cookie/identifier factory, including the underlying interdependencies and relations. STEP 1: CENSUS DATA USE 1 Census volumes (the total measurements) should eventually become part of the integrated online panel data. If, for instance, Goede Tijden Slechte Tijden has a total playing volume of minutes, then we should be able to reflect that information in our integrated online panel data. The same goes for campaign GRPs. Figure 3 : census volume in Online currency (next to date/time) is immediately logged when a respondent registers on a device. By tracing the same identifiers/cookies in the census data, we can link the panel member and his behaviour. We will initially have to do this for all the members of the prospective online panel. STEP 2: ONLINE PANEL The online panel consists of households where every person and device is measured. This offers insight into the video usage for each household member. The relation with census data described in the above is highly relevant; when panel members register, the unique identifiers available on the device they use are immediately logged. As such, a connection can be established to the behaviour in the census that fits these unique identifiers. STEP 3: DATA INTEGRATION Ideally, every video consumer in a market is measured. Of course, this is impossible. Closest alternative is the use of a panel that represents a significant sample, combined with exact total measurements in the shape STEP 1: CENSUS DATA USE 2 In the different census projects (online commercials, online TV & Video en linear streaming), exact behaviour is logged in-player. This measurement must include unique identifiers (cookie, device, etc, logged at moment/date x and y) that are valid for individual publishers or channel groups (e.g. 1 identifier for the RTL domain). Such identifiers can be combined with information from the online panel. of the census data. To end up at the most useful result, then, we have to integrate census data with panel data. Figure 5: census data and panel data

4 PAGINA 4 VAN 5 This will result in an online video currency; the census data is enriched with profiles and reach information sourced from the panel data. This is not the place to provide an in-depth discussion of the underlying technology; such information will be published in a separate brochure later on. For the purposes of this brochure, it is enough to remark that the census data will be combined with panel data to produce new definitive online video data. The results from the online panel alone are not sufficient to provide a satisfactory representation of actual total behaviour. STEP 4: DATA FUSION OFFLINE ONLINE CURRENCIES Ideally, you should measure all the different kinds of video behaviour at 1 respondent. However, such a single source approach is too risky, mostly because of the heavy burden it places on the (TV-)panel. This would endanger the output of the regular ratings research. Because of this, we have decided to keep the television panel and oline panel separate. In order to be able to, next to a TV Total and Online Total, report a VideoTotal, we need to combine offline and online behaviours into 1 new dataset. Figure 6 : data integration Offline / Online different target groups (which % of the target group uses - only TV - / - TV and tablet- / TV, Tablet and Mobile when watching video). This mechanism will be discussed in more detail in a separate document. At a later stage when appropriate. CODING EN HARMONISATION Data (tv and online) gathering and integration occurs at different moments in the process. This requires careful coding and harmonization of all video content. With coding, we mean adding correct information about, for instance, programme title, genre, and publisher. In the commercial domain, variables such as advertiser, product, branch should be harmonized. In that way, the information can be used within its own domain, but also across platforms. This enables us to merge TV and online information about programmes. The same goes for a campaign for product X. When TV and online campaigns have their own unique ID and are properly coded and harmonised, we are able to provide cross platform reporting on reach and GRP s. THE REPORTS: The new data sets produced by our factory will include two kinds of output: a TV currency and a video currency. The parts that make up the VideoTotal will, however, remain separately available, just like the current television data. It will be possible, then, to distinguish between reach and GRP s on different platforms and the net totals. TV CURRENCY: TV TOTAL Daily ratings remain very important to the industry. It goes without saying that SKO will keep on supplying daily data for television channels, programmes and campaigns. Possibly, the current ViewingTotal will be redefined into a new TVTotal. The exact shape of this is still under discussion within SKO s technical committee. To do this properly, daily integration of these two data sources is necessary. This requires an extra effort: in the television panel, we will have to define a number of checks/hooks that indicate the amount of online video behaviour displayed by a respondent. This also entails an overlap analysis between different devices for VIDEO CURRENCY: VIDEO TOTAL The ratings factory s new output will become part of the VideoTotal video currency. Here, we will provide crossvideo platform reach reports on publishers, programmes and campaigns in different target groups, e.g. the total reach of the programme Goede Tijden Slechte Tijden across all platforms, the combined reach of SBS channels and Sanoma Video and the total GRP s, reach and contacts of the latest Volkswagen commercial on TV and online. This will require a new way of thinking and working. SKO will, of course, prepare for this thorougly

5 PAGINA 5 VAN 5 and will, in due time, inform the market of new developments. On SKO s website, you can find information about our projects and their current status. We encourage you to visit ANY QUESTIONS OR REMARKS WITH REGARDS TO THIS BROCHURE? Don t hesitate to contact us: Stichting KijkOnderzoek Hogehilweg 10 (Mediahuis/first floor) 1101 CC Amsterdam Zuidoost The Netherlands Telephone: SKO 2014 Information from this brochure may only be reproduced with explicit mentioning of the source.